| Summary: | 碩士 === 崇右技術學院 === 經營管理研究所 === 105 === For customers to accept personal consumer finance services, banks must continue to improve service quality to elevate customer satisfaction, thereby encouraging customers to introduce other customers and enhancing customer loyalty. In other words, bank service quality is a core value in the fiercely competitive financial market. This study adopted customer perspectives to investigate the relationship between bank service quality and customer satisfaction and that between bank service quality and customer loyalty. The results indicate that service quality positively affects customer satisfaction and customer loyalty and that customer satisfaction positively affects customer loyalty.
The customers in this study considered the banks’ hardware unappealing and found that promises made by the banks were not promptly adhered to and sometimes the banks ignored customer problems or needs. The customers were most dissatisfied with the products offered by the banks. Therefore, this paper suggests that banks introduce newer and more convenient equipment, train employees to adhere to promises in a timely manner, not ignore problems that are of importance to customers, strengthen customer care services, and provide individual consultation services at times requested by customers. These endeavors could enhance bank service quality and customer satisfaction, thereby improving customer loyalty
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